Responding to Crisis
In early 2014, the latest generation of our touch-screen command centres were installed at Nike’s European HQ. Situated in the centre of the Marketing Office, it is now an integral part of not only day-to-day brand monitoring but also product launches and crisis situations. As soon as the England kit for the 2014 World Cup was launched, consumers started commenting very negatively on the price. The social team could instantly see this and identify key hot points and influencers in the conversation. Buzz Radar provided Nike an increased ability to react and share social content and data quickly. Nike’s team can market in the moment to great effect. Immediately after seeing the public feedback, the social team brought the CMO into the conversation by inviting him to watch the live data. Using the insights, they rapidly came up with a strategy to neutralise dissenting conversation. All this was done in a matter of minutes without the need for reports.